Shangmei Home Furniture takes you to see the chaos in the whole industry!
As young consumers gradually become the main consumer forces in the home market, and the rise of Internet thinking in an all-round way, from the most primitive package cleaning, half package, full package to integrated furniture, soft decoration, home appliances and other home elements are packaged together "Full-pack-check-in" model began to gain popularity.
Since 2017, the whole decoration has been promoted in a large area across the country. For a time, thousands of home improvement companies have claimed that they can provide consumers with "one-stop bag service", which can liberate consumers from complicated decoration.
In 2017, a batch of so-called “Full Factory Stores†also appeared in the home improvement market in Xi’an. They claimed to integrate thousands of branded furniture building materials, purchase from the factory in one stop, and send furniture and home appliances to the home decoration ... Not a big sensation.
But starting this year, several assembly companies closed down one after another, and the problems behind the assembly started to become prominent. Many owners choose to install the whole decoration originally for better decoration effect. In order to save worry and save time, who knows has become a decoration nightmare.
Over the past two years since the rise of the whole outfit, it has changed from solving the pain points of the owner's decoration to another "pain point" of the decoration owner, which has been repeatedly complained and criticized. The reporter interviewed many people in the industry to reveal the mess behind the outfit.
Chaos 1: The whole outfit does not mean "check in with a bag"
The term “complete installation†sounds like it is completely liberating the owner from the decoration, determining the decoration price, and the decoration company is responsible for all the decoration. The owner only needs to stay at ease in the end. If you understand this, you are wrong. "Full-fitting does not mean 'check-in with a bag'. " This is the deepest feeling of all the owners who have done full-fitting.
"There are two concepts for complete installation , one is rigid need, which refers to the basic decoration and the main material; there is a similar full-case design, from design, construction, main material, and soft decoration to all. "
According to Xu Jing, the general manager of decoration, the whole house is only partially assembled, with simple sofas, coffee tables, beds, and some are even equipped with household appliances, curtains and other soft fabrics. Although they are all called complete sets, the configuration of each house is more or less different. As ordinary consumers, it is difficult to distinguish clearly.
Chaos 2: Furniture and home appliances based on pictures are generally obsolete
It took 300,000 yuan to decorate, but chose the furniture with the album. It sounds ridiculous, but it is a common problem in the whole decoration. Finishing companies claim to unite thousands of furniture building materials brands, but owners often do not see these products in stores.
Generally, the storefront is limited, and it is impossible for the decoration company to truly show all thousands of products of different models, different colors, and different materials to consumers, so it is the most convenient way to select products by looking at the catalog.
"Shopping in physical stores can not ensure that the selected building materials and furniture do not cause any problems. How can you choose your favorite products based on the atlas? Online shopping on the furniture and building materials platform worth hundreds of thousands of people is still worried, how can the atlas be able to See the quality, quality and texture?
The same applies to the configuration of home appliances. Many of the home appliances presented are old models that are about to be eliminated, and many TVs cannot be connected to the Internet. If the owner buys it himself, he will definitely not choose these. Introduction of Zhang Qiang, who has been engaged in decoration for more than ten years.
Shang Jun, the head of the Complaint Department of the Xi'an Housing Decoration Association, said that the whole outfit was suspected of "bundling, strong buying and strong selling" to a certain extent.
"Full- fitting is convenient for consumers and serves consumers. As a configuration in the decoration project, consumers can choose or accept or not accept according to their own choices. However, some companies have sold 129,800 yuan including xx pieces of furniture, xx pieces of household appliances, furniture, household appliances euphemistically called these gifts, but in fact, even if the consumer does not need or want appliances, businesses will not return this part of the money. these give away furniture, appliances really do? 129,800 yuan in not Inclusive? I believe that every merchant will not do loss trading. "Shang Jun said.
Chaos 4: More items added, decoration budget has been increased repeatedly
At the scene of the family decoration company, these rights-protecting owners were increased to various degrees in the decoration budget, and 80,000 and 100,000 decoration additions were everywhere. "The decoration company said that if I add a little more money, I will be able to upgrade some of the better materials, and then I said that they had a batch of new furniture, and only need to add 40,000 yuan to those furniture worth 150,000 yuan to keep me a set. In this way, the decoration was added to 250,000 yuan. "Ms. Su, the owner said.
A reporter from the China Business Daily investigated and learned that from the previous collapsed decoration to the current family portrait, at the beginning of the company's establishment, it attracted owners with super-conventional “concessionsâ€. If you pay 10,000 to 40,000, 20,000 to 100,000 ... in the end no owner can really enjoy the so-called concessions.
"According to the market price, it is already very good to decorate more than 120,000 houses of 100 square meters. If so many furniture and home appliances are not added, where will the money come from? " Zhang Qiang said, "The decoration company seizes In light of the psychology that the owner wants to install, the material upgrades, furniture upgrades, and renovation projects increase, and a few items can cost more than 10,000 yuan. "
Chaos 5: The construction period is generally delayed as a general problem
The two-year construction period, delivery quality, delivery standard, etc. have become the focus of decoration owners' complaints. According to Feng Feng, chairman of Fengguang Infinite Decoration, home improvement companies are integrated enterprises, from plate paint to coating, down to building materials and furniture soft decoration, from design to construction to distribution, from water and electricity wood shingles to installation and distribution after-sales, integrated surface The child is very wide and long, with many links, many types of work, and many materials. Many of them are links to cooperation with building materials enterprises. It is easy to have problems and services can not keep up.
The new company does not have strong integration and internal control capabilities. If it takes a long time, all links will have problems. The most direct problem is the extended delivery time. "I look at the big value of the whole decoration , I feel profitable. Only after I have entered it will I understand that decoration is only an entry, and the key to good enterprise management and service connection is the focus. These are many decoration companies that are struggling in the industry. It has only been accumulated for decades. "
Chaos 6: Price is opaque, quality is not guaranteed
Shang Jun said that opaque prices are also a phenomenon that makes it easy to “blind†consumers. The package price list usually does not include the unit price, and is often presented as an item. From entry door to each space, a quotation contains hundreds of items, which looks complete and comprehensive.
But in fact, the owner is not clear about labor cost, unit price, area, material cost ... All products are only listed as items and product models, and some brands have never even heard of it. It is difficult for owners who do not understand the decoration to find out which ones are not included. The opaque quotation led to the opaque decoration. All of these provide opportunities for later additions.
"Many furniture companies provide furniture for owners to be produced and processed in small workshops around, or they are looking for some furniture processing factories in Sichuan or Guangdong to produce some products that look similar. No one has seen it, let alone quality assurance. "Ms. Liu, the head of the furniture department of a whole company said.
Chaos 7: High proportion of down payment and high risk
The large value of decoration means a high proportion of project payments. Taking the family portrait as an example, most of the owners have paid 65% of the project payment before the workers enter the site for renovation, and 95% of the project payment has been paid before the renovation. Based on the 200,000 single-value decoration calculation, 65% means that the decoration company charged 130,000 without moving a brick and tile, and 130,000 is not a small number for any family.
According to the reporter's understanding, the proportion of the first phase of the construction projects received by most of the whole assembly companies on the market exceeds 50% of the total project cost. This number is extremely risky for the owner. The higher the total project cost, the greater the risk. This means that if something goes wrong with the decoration company, it will be a nightmare for the owner.
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